Course Information

This course provides an introduction to strategic media planning. The course will cover the challenges facing strategic communicators in an era of media fragmentation and proliferation and increased audience choice and control. Students will be introduced to the basic mathematical concepts involved in media buying/planning, data sources and research used in media analysis, and the basic elements of strategic media plan, including advertising and media relations objectives, strategies and tactics. Timing, budget and marketing ROI will be discussed. Media planning software will be utilized in the design of a contemporary strategic media plan.

Credit(s):

3

Offered (DAY schedule):

Instructor Permission Required:

N

Pre-Requisite(s):

MK116 or CO111

Course Objectives

• Students will demonstrate the skills necessary to: • critically evaluate media options • research audience characteristics • purchase or place strategic communications in media outlets, • schedule media weight in a manner that achieves communications goals • evaluate the impact of media on audience members • design and manage a media campaign